Millennials And The New Push For Purpose In B2B Branding

Not all industries are equal. Or as in the words of François-Henri Pinault, CEO of Kering, “In luxury, the rules are very different to any other industry”. Signs indicate that all other industries have more to learn from the luxury industry than the other way around. Luxury brands are accepted as the epitome of branding. …

What makes a brand iconic? For me, it is the story behind the brand that draws me toward it. And it isn’t just about the story of the brand’s formation that intrigues me, but more about how the founders of the company believed so much in their brand that they left no stone unturned to …

For organisations looking to withstand the test of time, being led by a purpose is critical to building the brand and ensuring that it delivers on its promises over time. Purpose is also important from an authenticity perspective, including a continuous internal evaluation on whether the brand’s positioning is aligned to purpose. In addition, results …

Most sectors these days are in a continual state of flux as they seek to reinvent and reposition themselves to become more relevant. There is one sector, in particular, that is frequently seen adjusting its position and rebranding in a bid to reach beyond its conventional boundaries. This is the third sector, which often makes …

Noisy, ugly, and dirty. Advertising has polluted cities, annoyed consumers and jeopardised its own existence. Beyond a mass-media cacophony, brand communications’ significant carbon footprint and runaway consumption are certainly contributing to what economists labelled as market failure. But contrary to Jerry Seinfeld’s 2014 infamous line at the Clio awards calling out the advertising sector to …

Today’s consumers demand much more than just a good deal. For brands to stay competitive in today’s marketplace, they must have a purpose behind their brand and show a desire to fulfill more than just their own bottom line. When brands and consumers work in unison on a social mission, the impact can be significant. …

If you watched the Super Bowl, you’re probably still reeling from the unexpected win by the Patriots (depending on your camp – my congratulations, or my condolences). But the game isn’t the only thing that stirred conversation. Some have said that Gaga’s musical set during the halftime show – ranging from the rallying lyrics of …

The idea of “purpose” as both a customer and employee motivator is much talked about in the B2C space, but often overlooked or even dismissed in B2B branding and marketing. However, a changing of the guard in B2B now makes purpose an absolute imperative (and a competitive advantage). As a B2B study commissioned by Google …

Great leaders are always associated with memorable messages – and this is no coincidence. It’s because the key measure of success in any presentation is message transfer. Here’s how it worked for Richard Branson and Anita Roddick: Anita Roddick – Media Exposure For Free Great entrepreneurs craft vivid messages: messages that live in our minds …

The brand and comms business have become obsessed with messaging and information transmission, and need to remember that human beings are Semavores – who consume meaning. So, let’s ensure we derive and deliver meaning for our brands.

Never confuse movement with action. – Ernest Hemingway Customers are yearning for better experiences. But what are you doing to design a better experience? How do you know what your customers’ expectations are? What are they trying to achieve? And how well is that going for them? Are you listening to customers? Are you mapping …